@michaelwhitneyCampaign Director @ Change.org

Be Fucking Awesome

Internet: Serious Business

Agenda

• Being awesome

• Crisitunity

• Theory of change

• Seizing the moment

• Being honest

How to be awesome all the time

• You owe it to your supporters to give them the most awesome thing.

• What are normal people doing?

• Be surprising.

Sorry, Grandma

Crisitunity

• Crisis + Opportunity = Crisitunity

• There’s a crisis!

• But wait, we can fix this!

Crisitunity

• 49 exotic animals were killed in Ohio after their owner set them free. This only happened because Ohio has lax exotic animal standards.• CRISIS!

• Ohio Gov. Kasich is under national scrutiny, and it’s the right moment to tighten Ohio’s laws.• OPPORTUNITY!

Theory of Change

• Cause & Effect

• What can someone do?

• How will doing that solve the problem?

Theory of Change

#1: Congress won’t extend unemployment benefits. Sign our petition to send Congress a lump of coal.

Theory of Change: MISSING

Theory of Change

#2: Wisconsin Gov. Scott Walker is pursuing a radical anti-worker agenda. Call his office and tell him to stop.

Theory of Change: IMPLAUSIBLE

Theory of Change

“A majority of Americans want to repeal “Don't Ask, Don't Tell,” but right-wing voices are drowning them out. With a flood of calls, we'll raise the pressure until they push this bill over the finish line.”

“China is Burma's only real ally, and if China pressures the junta, Burma will have to back down. So we're launching a petition today and publishing your signatures in the Financial Times—with a huge circulation among the power brokers of Beijing.”

“New fuel efficiency standards for big trucks are critical to reduce global warming pollution, but the EPA's proposal for pollution controls is under attack by the Republican Congress. The EPA comment period is open until January 31st – and it's up to us to show Congress that Americans support these new standards.”

Theory of Change Tips

• Assume nothing.

• Be crystal clear.

• Don’t bullshit.

Theory of Change Tips

• NO:

• Dry facts

• Pleas to reason

• Ethics

• YES:

• Emotion

• Stories.

• Reality.

Opportunities to be awesome

• Breaking news stories

• Advertising

• Deadlines

• “Would I share this on Facebook?”

Example of being awesome

Be Honest

• Know what you can control.

• Don’t get hopes up.

• Message success….

• …. And message failures.

@michaelwhitneymichael@change.org

That’s How to Be Fucking Awesome